2018 was dubbed the “Year of the Woman” even before the beginning of the
No organization has captured this dynamic more effectively than The Wing. Founded in 2015, The Wing has become a pioneer of the new feminist landscape by resurfacing a vintage concept: the women’s club.
According to The Wing,
This week, The Wing announced they would be opening a chapter in Boston with an imaginative scavenger hunt throughout the city that three SM& employees were lucky enough to win. The hunt was an exciting case study on how an interactive event (both on the ground and on social media) can build buzz and generate press. Below are some of our takeaways from The Wing’s Boston launch:
- Capitalize on your followers
Using compelling posts catered to their target audience, The Wing built a steady stream of social media engagement throughout the day. First announcing the launch of the Boston location and linking to membership applications, and then announcing the city-wide scavenger hunt for golden tickets that could be turned in for various prizes. Throughout the day, The Wing engaged with, retweeted and re-posted fans as they completed the scavenger hunt, building a
- Message your event
The Wing’s scavenger hunt concept was a unique blend of the organization’s mission and the audience they serve. A society for professionals founded on the ideals of trailblazing women, The Wing made sure each clue led you to a book written or inspired by one of the “lit women of Boston who led the way” located in one of three independent bookstores throughout the city. (By the way, these ‘lit women’ were Phillis Wheatley,
- Reward your audience for their engagement
The Wing coaxed women out of their homes and offices and into the streets by enticing them with a desirable prize. Touted as either a year’s membership or a swag bag, they provided
Ultimately, our big takeaway is that a well-planned and well-timed announcement can result in significant social and traditional media attention. The Wing also secured hits in outlets such as Boston.com, WBUR, BostInno, Boston Business Journal
We look forward to welcoming this women-focused organization to Boston and seeing how they utilize their presence to advance the women of the City and the surrounding communities.
Moments after finding the ticket at Barbara’s Bestsellers in South Station
We found our golden ticket inside the book LucyStone – An Unapologetic Life by Sally G. McMillen